If you want to hold viewers' attention from start to finish, try adopting the structure used by Shakespeare in most of his plays. The approach is also known as 'The Hero's Journey'. For advertising, you may need to draw people in more powerfully at the start (to stop them scrolling past/skipping) but from then on you need to take people on an emotional rollercoaster, just like Shakespeare did.

​What to learn more? Try asking Virtual Dan White.